This study conducts an investigation of cruise passengers across the Taiwan Straits in an attempt to compare travel destination features among the three major port cities of Shanghai, Hong Kong, and Taipei (Keelung), and to obtain findings regarding passengers profiles. Data were collected in two phases, 2006 and 2010; 163 statistically valid samples were obtained. The results show that up to 66% of cruise passengers have distinct impressions of these three cities. In addition, the cross table of indicators in this study shows that the 10 indicators of destination attractions are evaluated positively. However, differences exist. Cruise passengers put more emphasis on ‘reasonable expenses’, ‘convenient transportation’, ‘sufficient fundamental facilities’, and ‘abundant cultural and historical landscapes’ than on other impression indicators. ‘Passionate and friendly residents’, for example, is evaluated as relatively less important. The results of this study provide research findings for the shipping and tourism industries in both China and Taiwan. This study also hopes that some new directions be established for future studies of cruise passengers.

JEL: M31

KEYWORDS: Cruise Port, Cruise Passengers, Tourism Image ITNTRODUCTION

his paper investigates the experiences of cruise passengers across the Taiwan Straits to provide research findings for the shipping and tourism industries in both Taiwan and China. Currently, Taiwan and China are in the process of negotiating policies on Asian cruise lines. Thus, studies of

cruise lines across the Taiwan straits are still in development, and official statistics documenting the consumption and contribution of passengers from various countries of the world are difficult to obtain. This study systematically lists the data of the major cruise ports in Asian countries. Table 1 shows that China, Japan, Malaysia, and Singapore have finished establishing wharfs exclusively for cruise ships. From the statistics of all the international cruises that go through these ports, it is apparent that there is a tremendous gap of supply and demand between cruises anchoring and the tourists who visit these destinations.

According to a study by Douglas & Douglas (2004), the Asia-Pacific region has experienced strong growth in the cruise markets, mainly because of its investments in Malaysia’s Star Cruise Company. Star Cruises used to be a small and regional company. In 1993 they were able to afford to buy a Scandinavian